halt & catch fire: is pii no longer the third-rail of digital privacy?

Alan ChapellChapell & Associates

Personally Identifiable Information (PII):

A piece of data that may be used to identify, locate

or contact a person. Since the early days of online

media, PII has been known to cause Advertising

technology companies to spontaneously combust – where

control could not be regained.

Fifteen years later, its time to revisit these PII

merger rules

Personally Identifiable

Data

Ad Serving Data

Ad network model circa 2004

Ten years later….

Digital advertising model 2015

AdvertiserDSP

Audience / Customer / User

DMP

Data licensee

Mobile Data

licensee

Adtech companies in 2015:

1st party data

de-emphasis on OBA

Using Ad Serving data to create utility

IDFAEmail

MSFT IDOutlook ID

Advertising IDG+ ID

Samsung ID

Email

FB IDEmail Address

Twitter HandleTwitter ID

LinkedIn IDEmail address

Verizon IDTelephone #

Telephone #Sub-ID

Large Platforms:

Much larger than DCLK-Abacus

Merging PII with Ad Serving Data

Using PII as Targeting Criteria

What are regulators doing /

saying about PII?

+ Unlimited reach, regardless of technology

+ Access to the world’s largest user base

+ Massive consumer audience, and growing every day

UNDER ARMOUR CONNECTED FITNESS

THE UNIVERSAL HUB.

THE RIGHT CONSUMERS. UNDERSTAND THEIR JOURNEY & JOIN THEM ON IT.

THE BEGINNER:ANNIE

AGE: 29WEIGHT: 155HEIGHT: 5’8”

LOCATION: LOS ANGELESZIP: 90243

LIVES IN: HOMEOWNS OR RENTS:

OWNS

BMI: 32.5 (HIGH)CALORIC INTAKE PER DAY: 2,250TARGET FAT INTAKE: 100 G/DAYTARGET CARB INTAKE: 374 G/DAYJUST LOGGED: CHICKEN SALADHOURS OF SLEEP: 6 PER NIGHTSTEPS PER DAY: 6,500ACTIVITY: EXERCISE 4 DAYS PER WEEKDEVICES OWNED: FITBIX FLEXMOBILE DEVICE: ANDROIDAPP PREFERENCE: MAPMYFITNESSFAVORITE STUDIO: CYCLAST EVENT: NONENUMBER OF MMF FOLLOWERS: 35

SHOPS AT: WHOLE FOODS, WEGMAN’SDRIVES: SUBARU OUTBACKFAVORITE ACTIVITIES: WALKING WITH FRIENDSREADS: US WEEKLY, LA TIMES

How do you connect data silos?

Two options for connecting data

1. Platform Controls

2. PII

Platform Controls?

The Platform Controls

No Cross-Platform AttributionLimited InsightsCan’t rate efficacy of media spendPlatform “not advertiser” owns data

+ Unlimited reach, regardless of technology

+ Access to the world’s largest user base

+ Massive consumer audience, and growing every day

UNDER ARMOUR CONNECTED FITNESS

THE UNIVERSAL HUB.

UNDER ARMOUR CONNECTED FITNESS

THE UNIVERSAL HUB.

PII

Advertiser owns data

Advertiser controls data use

Summary:

PII merger rules created 15 years ago

Marketplace has changed Significantly

Regulators and PII

Platforms are using PII

PII helpful for structuring IOT data

Logical Conclusion:

Maybe, just maybe…

AdTech should consider leveraging PII